City Beauty Wants To Repackage The Brand To Compete For High-End Market.

According to the world clothing shoes and hats net, annual

The big show is coming, facing the foreign countries.

"Fancy" marketing, domestic

Enterprises are also making various attempts.

After more than two years of acquisition of Ordifen, city beauty (02298, HK) finally decided to repackage the once high-end brand of underwear industry.

Dai Bin, vice president of urban beauty and President of Ordifen, has recently interpreted the new strategy for the first time, hoping that Ordifen's sales will account for more than 10% of the urban beauty market in the future.

To break the old impression of the "old" brand, Ordifen launched the upgraded brand "Ordifen+" and the average age of the employee was also reduced by 8 years.

Repackage upgrade brand

In 2015, the city beauty announced the acquisition of Ordifen to enter the high-end underwear field.

However, the integration and complementarity of new and old brands is not easy.

According to the reporter, Ordifen's top management team has undergone major changes.

"After the acquisition of the urban beauty group, it should be said that the brand has been adapting to and adjusting the brand. It is only this year that the brand will start formally in this sense."

Dai Bin told reporters.

By the end of 2015, Ordifen and its subsidiary lines had 551 retail outlets (including 189 franchised stores and 362 self operated stores).

By this year, the number of shops has not changed much.

In May this year, Ordifen launched the first underwear store in China, Ordifen+.

In November 17th, the twenty-fifth new silk road China model competition final came to a close, and Ordifen was the co sponsor.

"Ordifen+" is not a new brand, but a whole innovation upgrade made by Ordifen. It is entirely for the sake of consumers' understanding and habits.

Dai Bin said, "it is very difficult for a traditional brand to change the impression of consumers overnight, so we made a tiny symbol to show the difference.

This is to create a relatively detached innovation project, where a group of people will consider the future without any historical burden, and then merge all the current Ordifen into the future.

Dai Bin introduced Ordifen's observation that "85 after" and "post-90s" consumers completely subverted traditional shopping habits, and all kinds of consumer brands are faced with the problem of how to adapt to this part of consumer habits.

"Frankly speaking, for our underwear companies, the younger (target) group's size (size) has changed significantly with the previous generation, so our technology, cup type and version should be adjusted accordingly.

In other words, aesthetic changes have taken place. For example, younger groups are more comfortable and relaxed.

Therefore, we now use the internal distinction of "Ordifen+" to do business in the new generation.

Competition from overseas competitors

With the upgrading of consumption to win popular support, all brands want to go to high-end.

After all, high end means not only better brand image, but also higher gross margin.

The original intention of the city beauty to buy Ordifen is also hoping to pry open the high-end underwear consumption market with broad prospects in China with Ordifen as the entrance.

The future development strategy of urban beauty is to develop deeply in the field of close fitting clothing within 5 to 10 years.

Urban beauty lacks some representative brands in the high-end field.

So the mission of such a group's strategic layout is given to the Ordifen brand.

Dai Bin said.

Dai Bin introduced that the new upgrade brand has been promoted since this year, and now it has entered 10 shopping centers, and will expand rapidly next year. "In 2018, the number and sales volume of the store will keep growing rapidly."

In the future, Ordifen hopes that sales will account for more than 10% of urban beauty.

In order to make the brand of Ordifen break the inherent image in the consumer's mind, Ordifen chose to start from the inside.

"Two years ago, the average age of our employees was 42 years old. The average age is 34 years old now, and the number of employees has been reduced from 380 to less than 300."

Dai Bin said.

And the high-end market is obviously not only the Ordifen family.

In addition to several well-known enterprises in China, competitors from overseas markets are entering.

"We do not feel strange that overseas brands enter China, but we do not think they will pose a direct challenge to China's high-end brands.

People in Europe and the United States are different from those in China. Consumers will experience differences. "

Dai Bin said, "we are more optimistic about the brand that has brand precipitation in China and has a research on the Oriental consumer's body."

More interesting reports, please pay attention to the world clothing shoes and hats net.